HOBI International

If Julia Roberts and Eric Roberts owned a company together, we imagine it would be much like HOBI. A family-owned organization with managing siblings located in different areas of the country, both with radically different tastes and visions, HOBI presented a unique branding challenge for HCK2. A water lily that had existed as a long-standing mark of the company was adored by one partner, while the other felt strongly about creating a more hi-tech icon. One executive preferred a serif font, the other preferred sans serif. Even minute differences in the chosen shade of green became a point of debate.

What began as a logo exercise became a study in moderating divergent paths of client input. In the end, both literally and figuratively, the goal was to keep it clean. If it didn’t end where we initially envisioned it, the updated logo is crisp, reducible and flexible, and its traditional yin complements the hi-tech yang of the supporting collateral and website.